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Marketing Trend: Car Insurance for Ladies Becomes More Common

Published: 17/04/10

With the increases in divorce, single mums and simply a desire to establish a marketing niche, there is an interesting trend beginning in how car insurance for ladies is being marketed. Female driver insurance is the latest marketing trend and should prove profitable for the insurance companies that have chosen to use this marketing spin.

Typical car insurance is very cut and dry. The policies cover specific things, which are laid out, and there is really nothing special about any of them. The insurance companies try to make their product unique through marketing and price wars with each other. Marketing specifically to women, is new in this industry, but not to the rest of businesses in the UK.

The marketing that works for women, is offering services that more women than men are interested in. For example, women as a whole are more concerned for the environment. A company that has decided to market their car insurance for ladies will focus on things that are environmentally friendly. This could involve discounts for specific vehicles, such as diesels, which produce fewer greenhouse gas emissions, or touting their paperless system where everything but the paper showing that a driver is carrying insurance, is handled digitally.

Other car insurance marketing tricks to gear their marketing towards women is focusing on discounts for safer vehicles. The average male who commutes on a daily basis is far less concerned with their vehicle’s safety features than a woman who is more likely to be driving with children.

Many options are available on today’s vehicles to enhance safety, and insurance companies always offer discounts for safety features on a vehicle. The only thing left is the marketing element. By letting women know that these discounts are available, and often times significant, it not only encourages the woman to be involved in the insurance purchasing decision but more involved in the car purchasing decision.